The holiday season, a time traditionally associated with gifting and expressions of love, represents a pivotal period for the jewelry industry. Amidst this significant consumer window, the Diamond Producers Association (DPA) launched an evolution of its acclaimed “Real is Rare” advertising campaign, specifically tailored for the 2017 US holiday season. This initiative was strategically designed to resonate with modern audiences, redefining the perception of diamonds as symbols of authentic connection rather than mere luxury.
The 2017 campaign marked a significant stride in the DPA’s ongoing efforts to engage consumers with a fresh narrative. Debuting with two compelling new videos, “The Reveal” and “The Other Party,” the campaign made its first major broadcast during the 18th Annual Latin Grammy Awards on Univision, followed by a second impactful premiere during ABC’s broadcast of the 2017 American Music Awards. These high-profile events provided an expansive platform to introduce the campaign’s sophisticated and emotionally charged storytelling to a vast and diverse audience across the United States.
Unveiling the “Real is Rare” 2017 Holiday Season Campaign: A New Chapter
The decision to launch the campaign during two of the year’s most watched music award shows was a testament to the DPA’s understanding of contemporary media consumption and its target demographic. By aligning with events that celebrate creativity, performance, and cultural moments, the DPA ensured that its message of real connection and authenticity was delivered within a context that speaks directly to modern aspirations and values. This strategic placement was crucial for reaching a younger, culturally aware audience, many of whom are entering key life stages where diamonds traditionally play a significant role, such as engagements, weddings, and milestone celebrations.
The 2017 campaign built upon the foundational success of the initial “Real is Rare” launch, aiming to deepen the emotional resonance and broaden the scope of what a diamond can represent. It wasn’t just about selling diamonds; it was about connecting diamonds with the raw, unfiltered, and deeply personal moments that define relationships in the 21st century. Through its captivating visuals and relatable narratives, the campaign sought to cement the diamond’s place not just as an object of beauty, but as an enduring emblem of genuine human emotion and commitment, perfectly timed for the gift-giving traditions of the holiday period.
A Modern Take on Love and Diamonds: The Campaign’s Core Message
“Real is Rare. Real is a Diamond” is more than just a tagline; it’s a comprehensive communications platform meticulously crafted by the Diamond Producers Association in 2016. This platform was born from a recognition that while diamonds have always symbolized love and commitment, the way consumers express and understand these concepts has evolved. The DPA aimed to redefine the significance of diamonds for a new generation, repositioning them as a powerful symbol for celebrating real, authentic connections in an increasingly digital and often superficial world.
The campaign represented a significant departure from the idealized, sometimes unattainable imagery that had historically dominated diamond advertising. Instead of focusing solely on grand gestures or perfect scenarios, “Real is Rare” shifted its lens to the everyday, yet profoundly meaningful, moments that constitute a genuine relationship. The initial phase of the campaign deliberately highlighted those private, pivotal moments when couples decide to commit, emphasizing the depth and honesty of their bond. This approach resonated deeply, as it mirrored the lived experiences and values of many consumers who prioritize sincerity and emotional truth over manufactured perfection. By embracing the imperfections and complexities of real relationships, the DPA sought to forge a more relatable and powerful connection between natural diamonds and the most cherished human experiences.
This strategy was particularly vital in an era where consumers, especially millennials and Gen Z, are increasingly seeking authenticity and transparency from brands. They are less swayed by traditional luxury marketing and more interested in products and messages that align with their personal values and lifestyle. “Real is Rare” successfully tapped into this sentiment, portraying diamonds as an intrinsic part of genuine human stories, making them relevant and desirable for modern expressions of love and self-expression. The campaign emphasized that what makes a diamond truly special is not just its rarity or beauty, but its ability to embody the unique, irreplaceable moments of real life and love.
“The Reveal” and “The Other Party”: Stories of Authentic Love
The 2017 iteration of the “Real is Rare” campaign introduced two new cinematic narratives, “The Reveal” and “The Other Party,” each offering a distinct yet equally compelling glimpse into the multifaceted nature of modern relationships. Developed in collaboration with the renowned creative agency Mother New York, these videos were designed to expand upon the campaign’s core philosophy by showcasing diverse facets of commitment and emotional connection. Rather than presenting aspirational ideals, these stories invite viewers into intimate, relatable moments, making the diamond an inherent part of the couple’s shared life and emotional landscape.
“The Reveal”: Intimacy in Married Life
“The Reveal” is a deeply touching film that gently pulls back the curtain on the private, at-home moments of a married couple. It portrays the quiet intimacy and enduring commitment that characterize a long-term partnership, demonstrating that love continues to evolve and deepen beyond the initial stages of romance. The narrative focuses on unspoken understandings, shared comforts, and the subtle gestures that reinforce a lasting bond. As Deborah Marquardt, DPA’s Chief Marketing Officer, articulated, these stories are a “natural evolution” of the campaign, showcasing how “universally familiar, yet still singularly special moments of emotional connection are diamond-worthy.”
In “The Reveal,” the diamond is not just an adornment but an intrinsic element of their shared history and ongoing commitment, symbolizing the strength and beauty of their sustained love. The film captures the essence of a mature relationship where affection is expressed through thoughtful interactions and the comfort of knowing one another deeply. The choice of jewelry for this narrative was crucial in conveying this mature elegance. Tanya Dukes, the campaign’s stylist, selected the exquisite Classico oval diamond ring from Harry Kotlar, renowned for its timeless design and exceptional craftsmanship. This ring, with its classic appeal, perfectly complements the quiet sophistication of the married couple. Paired with a stunning diamond wedding band from Mimi So, which signifies continuous commitment, and finished with elegant Kwiat Sunburst earrings, the ensemble beautifully encapsulated the refined, understated luxury that reflects an enduring and profound connection.
“The Other Party”: Playfulness of Engagement
In contrast to the settled intimacy of “The Reveal,” “The Other Party” offers a romantic and playful exploration of a young, engaged couple. This film captures the excitement, anticipation, and lighthearted dynamics of a relationship poised on the brink of marriage. It’s a celebration of budding love, shared dreams, and the joyful journey toward a lifelong partnership. The narrative highlights the playful banter, shared laughter, and genuine affection that mark the pre-wedding phase, making the diamond a vibrant symbol of future promises and shared adventures. Marquardt described this film as a “romantic, playful film about a young engaged couple,” emphasizing the diverse expressions of love the campaign aims to capture.
The styling for “The Other Party” reflected its flirty and energetic tone. To capture this spirit, Tanya Dukes chose the captivating Integré three-stone diamond engagement ring by Pluczenik. A three-stone ring is often chosen to symbolize a couple’s past, present, and future, making it a particularly poignant choice for an engaged couple. This ring beautifully represents the evolving narrative of their love story. Complementing this stunning piece were the unique and elegant Sensu Diamond Fan Earrings by Michelle Fantaci, which added a touch of modern sophistication and playful glamour, perfectly aligning with the youthful and vibrant energy of the couple in the film. Together, these pieces underscored the joyous anticipation and modern elegance inherent in this stage of their relationship, making the diamond a vibrant beacon of their exciting journey ahead.
Showcasing Exquisite Craftsmanship: The Jewellery Stars
A cornerstone of the “Real is Rare” campaign is its commitment to featuring natural diamonds from a diverse array of esteemed DPA partners, thereby highlighting the exceptional craftsmanship and artistry within the diamond industry. The jewelry selected for “The Reveal” and “The Other Party” was not merely props; each piece was thoughtfully chosen to enhance the narrative and underscore the emotional weight of the scenes. This collaboration with leading designers and brands ensures that the campaign not only promotes the value of natural diamonds but also showcases the incredible talent and innovation behind the beautiful creations.
Tanya Dukes, the visionary stylist behind the campaign, played a crucial role in curating the perfect pieces. She explained her approach, stating, “My aim was to find jewelry to complement the unique storyline and tone of each film.” This meticulous attention to detail ensured that the diamonds felt authentic to the characters and their situations, making them more than just luxury items, but extensions of the characters’ personalities and relationships.
The campaign proudly featured exquisite jewellery from a distinguished roster of DPA partners, including but not limited to Harry Kotlar, Pluczenik, Kwiat, Mimi So, Michelle Fantaci, and De Beers Diamond Jewellers. Each brand brought its unique aesthetic and heritage, contributing to a rich tapestry of diamond design. Let’s delve deeper into the specific selections:
- Pluczenik’s Integré Three-Stone Diamond Engagement Ring: Featured prominently in “The Other Party,” this ring embodies romance and future promise. The three-stone design is symbolic of the past, present, and future of a couple’s journey together, making it an ideal choice for a playfully engaged couple. Pluczenik is celebrated for its commitment to exceptional diamond quality and timeless designs, and this piece perfectly illustrates their mastery of classic elegance with modern appeal.
- Michelle Fantaci’s Sensu Diamond Fan Earrings: These distinctive earrings, also seen in “The Other Party,” added a contemporary and artistic flair. Michelle Fantaci is known for her architectural and often playful designs that blend modern aesthetics with classic precious materials. The fan motif of these earrings introduced an element of movement and unique style, perfectly complementing the youthful and vibrant energy of the characters.
- Harry Kotlar’s Classico Oval Diamond Ring: For the more intimate setting of “The Reveal,” the Classico oval diamond ring from Harry Kotlar was selected. Harry Kotlar is synonymous with heirloom-quality pieces, known for their meticulous craftsmanship and ability to create diamonds that truly sparkle with unparalleled brilliance. The oval cut, a timeless and elegant choice, evokes a sense of enduring sophistication and grace, perfectly suiting the narrative of a long-married couple.
- Mimi So’s Diamond Wedding Band: Paired with the Harry Kotlar ring in “The Reveal,” Mimi So’s diamond wedding band signified the ongoing nature of commitment. Mimi So’s designs often blend a modern sensibility with classic forms, and her wedding bands are celebrated for their comfort, style, and ability to be worn every day while maintaining their luxurious appeal. This choice reinforced the idea of a diamond as a constant companion throughout life’s journey.
- Kwiat Sunburst Earrings: These earrings provided the finishing touch to the look in “The Reveal.” Kwiat is a family-owned business with a legacy of over a century, specializing in maximizing the brilliance of every diamond. The Sunburst design, with its radiating sparkle, added a subtle yet significant touch of glamour, enhancing the portrayal of quiet elegance and enduring beauty that characterized the film’s narrative.
The deliberate curation of these pieces underscored the campaign’s message that natural diamonds, in all their forms and designs, are integral to celebrating life’s real and rare moments, from the excitement of engagement to the profound comfort of married life.
Strategic Reach: Multi-Channel Advertising for Maximum Impact
To ensure that the “Real is Rare” campaign resonated with the broadest possible audience during the crucial 2017 holiday season and beyond, the Diamond Producers Association implemented a comprehensive, multi-channel advertising strategy. The campaign’s visibility extended far beyond its initial televised premieres, encompassing a diverse media mix designed to engage consumers at various touchpoints and across different platforms. This integrated approach underscored the DPA’s commitment to modern marketing and its understanding of how contemporary audiences consume media.
The advertising blitz included placements on traditional television, ensuring broad reach during prime viewing hours and major events. Simultaneously, a robust digital campaign was launched, targeting consumers online through social media platforms, video streaming services, and strategic partnerships, allowing for precise demographic targeting and interactive engagement. The cinematic quality of the new videos also made them ideal for cinema advertising, reaching moviegoers in an immersive, high-impact environment. Furthermore, the campaign leveraged classic print media, with the compelling images making their premiere in upcoming issues of People Magazine. This choice was strategic, as People Magazine is renowned for its wide readership and its focus on human-interest stories, perfectly aligning with the “Real is Rare” narrative of authentic relationships. Beyond these, select out-of-home (OOH) placements further extended the campaign’s presence into urban landscapes and high-traffic areas, ensuring constant brand visibility.
This multi-faceted strategy ensured pervasive exposure throughout the remainder of 2017 and continued well into 2018, allowing the campaign’s powerful message to build momentum and achieve sustained impact. By weaving its narrative across television, digital screens, movie theaters, print pages, and public spaces, the DPA effectively immersed consumers in the world of “Real is Rare,” consistently reinforcing the idea that natural diamonds are the ultimate symbol for life’s most genuine and significant moments. This expansive reach was vital for cementing the campaign’s message in the public consciousness and reinforcing the enduring appeal of natural diamonds in a competitive luxury market.
The Evolution of Diamond Marketing: DPA’s Vision
The Diamond Producers Association was established with a clear mandate: to protect and promote the integrity and desirability of natural diamonds. In an evolving market, facing new challenges from alternative products and changing consumer values, the DPA recognized the need for a fresh, compelling narrative. “Real is Rare” emerged as its flagship platform, designed to re-energize the industry by shifting the focus from historical prestige to contemporary relevance. The vision was to establish natural diamonds as uniquely suited to symbolize genuine emotion and authentic human connection, differentiating them from laboratory-grown alternatives and reinforcing their intrinsic value.
This campaign directly addressed the evolving preferences of modern consumers, particularly younger generations, who often prioritize experiences and authenticity over material possessions. By aligning diamonds with the concept of “real” moments and emotions, the DPA sought to make them relatable and aspirational in a new way. It moved beyond the traditional “Diamonds are Forever” slogan, which while iconic, perhaps didn’t fully capture the nuanced emotional landscape of today’s relationships. “Real is Rare” became a powerful tool to articulate why natural diamonds are uniquely positioned to represent deep, irreplaceable bonds – because like true love, they are natural, unique, and eternally enduring. The campaign helped to educate consumers on the natural origin of diamonds, emphasizing their journey from deep within the earth as a metaphor for the enduring strength of real human connections.
Beyond Advertising: The “Real is Rare” Movement
The “Real is Rare” campaign transcended typical advertising to become a cultural movement, deeply resonating with consumers who are increasingly seeking authenticity and genuine meaning in their lives and purchases. Its impact went beyond boosting sales; it fundamentally shifted the conversation around natural diamonds, embedding them within the fabric of real human experiences. The campaign’s strength lay in its ability to tap into universal themes of love, commitment, and self-expression, portraying diamonds not as status symbols, but as tangible representations of the most precious and irreplaceable aspects of life.
This message particularly struck a chord with younger generations who are wary of curated perfection and instead value sincerity and emotional honesty. “Real is Rare” empowered them to see diamonds as reflections of their own unique love stories, their personal commitments, and their authentic selves. It encouraged a more personal and less prescriptive approach to diamond ownership, celebrating all forms of love and commitment, whether it’s an engagement, a milestone anniversary, a personal achievement, or simply a declaration of self-love. By focusing on the intrinsic value of emotional connections, the campaign reinforced that a natural diamond, much like real love, is singular, precious, and irreplaceable. It positioned diamonds as powerful storytellers, capable of capturing the essence of life’s most genuine moments and preserving them for generations.
The Diamond Producers Association’s “Real is Rare” campaign, particularly its 2017 holiday season evolution, represents a masterful blend of strategic marketing and heartfelt storytelling. By showcasing the beauty and diversity of real relationships through compelling narratives like “The Reveal” and “The Other Party,” and by featuring the exquisite craftsmanship of its partners, the DPA successfully redefined the modern significance of natural diamonds. The campaign’s multi-channel deployment ensured its message of authenticity, emotional connection, and enduring love reached a broad audience, positioning natural diamonds as the ultimate emblem for life’s truly rare and genuine moments.
Ultimately, “Real is Rare. Real is a Diamond” has cemented its place as a pivotal force in the diamond industry, not only revitalizing the market but also inspiring a deeper appreciation for the profound connection between these magnificent gems and the most cherished aspects of human experience. The DPA continues its commitment to celebrating the enduring allure and intrinsic value of natural diamonds, ensuring their relevance for generations to come.
Pic caption: A still from the latest ‘’Real is Rare. Real is Diamond” campaign video
News Source: gjepc.org